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Swarovski CRYSTALLIZED™ Store & Lounge: Presenting A New Customizable Jewellery Line
In January 2008, Swarovski launched an innovative, interactive new retail concept, the Swarovski CRYSTALLIZED™ Store & Lounge, in a prime central London location – 24 Great Marlborough Street. The 300 square-metre flagship store offers a host of glittering treasures, focusing on an extensive new line of ready-to-wear jewellery and the possibility of customization. For the very first time, Swarovski CRYSTALLIZED™ provides the public with a sparkling opportunity to order bespoke jewellery designs, as well as providing an inspirational relaxation-cum-exhibition space in the CRYSTALLIZED™ Lounge.
The Swarovski CRYSTALLIZED™ Store
Tapping into the global trend for individualization, the Swarovski CRYSTALLIZED™ Store is designed to awaken the creative spirit in all those who want to express their style through personally customized design pieces. Under the catch-cry “You decide – we customize”, the store offers an exciting range of ready-to-wear and customizable jewellery, each tailored to a different personality or style mood, whether Glamorous, Classic Romantic, Natural or Modern. Customers are offered a happy choice: either draw inspiration from and customize existing designs, or simply purchase sparkling ready-to-wear pieces as they are. Seasonal and exclusive limited-edition collections created in collaboration with world-class designers are introduced throughout the year. In line with the growing enthusiasm for unique, personalized pieces, the store also offers access to more than 2,000 CRYSTALLIZED™ – Swarovski Elements, an infinite range of crystal colours, cuts and shapes, presented in an accessible, yet super-chic “Library of Light”.
Jewellery Store and Personal Stylist
For those who require a helping hand, interactive fun can be had with two specially created software tools.
The online Jewellery Store’s design tool allows customers to discover their design preferences and create customized jewellery pieces. The tool can be used at home or in-store, where staff can offer hands-on guidance. It offers a whole range of individual templates, within crystal colours, shapes and cuts can be altered. The final designs are then made to order and available for pick-up at the store within two weeks: a bespoke design service providing a touch of celebrity glamour.
High-quality service and consultancy are also offered via the Personal Stylist, an innovative tool that matches crystal shapes, colours and designs to hair and eye colouring, skin tone, facial shape and features. Customers also select one of the five style moods to ensure each jewellery design is a flattering expression of their individual taste and personality. Again the online tool can be used at home or in-store, where staff members offer in-store guidance to help visitors unlock the secrets of their own unique style. All information is collated on a personalized set card which can be printed out for future reference.
Both services are also available online at www.swarovski-crystallized.com
Unlimited – the all-access artistic members club
Under the slogan “Be Unlimited”, customers are invited to join an all-access artistic club, designed to bring together like-minded creative, fashion, and lifestyle oriented people. Members receive an Unlimited club card, the entry key to an exclusive programme of fashion and design events in the Swarovski CRYSTALLIZED™ Lounge, as well as seasonal promotions, and a range of special benefits. Prospective Unlimited club members can register after making one in-store purchase and receive a sparkling crystal gift as part of their personal welcome package.
The Swarovski CRYSTALLIZED™ Lounge – tranquil, refreshing, inspirational
Reflecting the multifaceted world of Swarovski and its product brand CRYSTALLIZED ™ – Swarovski Elements, the Swarovski CRYSTALLIZED™ Lounge celebrates the beauty of crystal. A light-filled bar, relaxed seating areas and an exhibition space provide the setting for special events and live video streams from London’s Fashion Week and “Crystal Visions” – periodical exhibitions featuring inspirational collaborations with world-renowned fashion, jewellery and interior designers.
The Lounge offers a tranquil, crystal-bedecked idyll in which customers can relax and enjoy light refreshments and can also be reserved for private events by external clients. Whatever its use, in this space chilled out creativity rules.
